Tag Archives: Luis Gerard

Luis Gerard Shoots Al Capone for Sleeman.

6 Jun

Luis Gerard just completed 2 new spots in the ongoing signature campaign – Notoriously Good, for Sleeman Brewery out of DentsuBos.

‘Alcatraz’ depicts iconic mobster, Al Capone, being sent to the legendary island prison. Turns out, Scarface Al, was an important customer back in the day when Sleeman was smuggling beer across the US border before the police closed them down for 50 years. ‘Lights Out’ documents the story of the law shutting down the notorious brewer but never the steadfast determination of the Sleeman family who brought it back better than ever.

Titles: Alcatraz, Lights Out
Agency: DentsuBos
Exec Creative Director: Andy Manson
ACD/Art Director: Andy Mckay
Co-Creative Director (Montreal): Martin Belanger
Agency Producer: Dave Medlock

Production: Holiday Films
Director: Luis Gerard
DOP: Sonnel Velazquez
Exec Producer: Derek Sewell
Exec Producer: Josefina Nadurata
Line Producer: Shannon Barnes

Editorial: Rooster Post
Editor: Marc Langley
Colourist: Bill Ferwerda

Music & Sound: RMW Music

Welcome to Cloud 649

1 Mar

Over the past few months you may have seen these Lotto 649 Spots, ‘Sailboat’ and ‘Fly Fishing’. The newest spot titled ‘Motorcycle‘ aired last week. This campaign is not about the trips, the cars, or the cash but a carefree, euphoric existence enabled by Lotto 649 both in the moment of winning and every moment that comes after it. Luis Gerard directed these ethereal spots created by the team over at MacLaren McCann Toronto. We sat down with Luis to talk about this experience.

See the Campaign here

Credits here

What were some memorable experiences when filming Lotto 649

Since I had never filmed in Vancouver, it was a great experience to be able to see the landscape and scenery from above in the helicopter. We shot in the Lower Seymour Conservation forest in Northern Vancouver, the Cheakamus River, Squamish and on the Salish Sea, the agency and I had a hard time picking locations since there was a lot to choose from.

What did you think of the boards?

I liked how they wanted to juxtapose the past with the present or possible future. I thought it could be really interesting to have that contrast of poetic magical realism against the emotion and energy associated with winning the lottery, as heard in the voice-overs.

What would you do if you won lotto 649?

If I won the lottery I would continue to direct, of course things would change but I wouldn’t retire or change my career. It would be good to have the money but I prefer being productive and making a living.

What are your influences?

My influences are all over the place. I like so many different directors, today I like Terrence Malick, Stanley Kubrick, Alfred Hitchcock, but tomorrow I will choose someone else.

I am very conscious that there are so many commercial references out there that we see everyday, I try not to use them. I mean it depends on the job, but for the most part if I’m doing a commercial I don’t like going through others work and using it. Feels like I am just copying, I want the ideas to be original.

What’s your dream board?

I have been blessed with the opportunity of doing very different kinds of films; very simple comedy like Stride, cinematic or epic like Ponds. I have shot comedies and thrillers, sometimes both like Trident Sniper. I have done simple visuals vignettes and more emotional storytelling, along with visual storytelling, which I think I like shooting the most. The one thing I have not done that I would love to do however would be to direct a Nike spot.